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The Ubiquitous Role of Mobile Phones in Value Co-Creation Through Social Media Marketing
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Author(s): Syed Far Abid Hossain (College of Business Administration, International University of Business Agriculture and Technology, Bangladesh), Xu Shan (Xi'an Jiaotong University, China)and Abdul Qadeer (Xi'an Jiaotong University, China)
Copyright: 2021
Pages: 15
Source title:
Encyclopedia of Organizational Knowledge, Administration, and Technology
Source Author(s)/Editor(s): Mehdi Khosrow-Pour D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-7998-3473-1.ch150
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Abstract
The purpose of this paper is to ascertain the contemporary role of mobile phones in value co-creation through social media marketing. How mobile phones, in particular, smartphones with the help of numerous social media generate value co-creation, is the key objective of this study. A random sampling method was used to conduct a survey in different universities in China to identify the role of mobile phones in value co-creation. Findings from primary data collection indicated that mobile phones play a vital role in value co-creation because of the extensive use of social media. If value co-creation through social media marketing develops with the help of producers, suppliers and other intermediaries with the necessary technology and trust, the society, as well as customers, may enjoy a unique way of shopping. Future studies with mixed methodology and respondents who use different social media as a tool to generate value co-creation may shed light on the undiscovered phenomenon of social media marketing in the context of the mobile phone.
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